News

MOOYAH using social channels to drive online ordering

September 24, 2013

MOOYAH Burgers, Fries & Shakes is redefining the way it talks to fans by connecting with them directly in a digital landscape, according to a company press release. In its most recent effort, the brand is using social channels, such as Facebook and Twitter, mobile and digital marketing as well as in-restaurant POP to direct its fans to place orders on its website or mobile app.

From now through Oct. 13, guests who place an order through MOOYAH's website or mobile app at participating restaurants will be automatically entered to win a $100 MOOYAH gift card or a trip for two to one of four pre-packaged destinations. MOOYAH will award the gift card to one winner each day, and the trip to one participant per week for the duration of the promotion.

The weekly prize includes coach air tickets for two, five nights in a hotel as well as airport transfers. Each package will also include $300 toward land tours or events, and destinations include San Francisco, Park City, Utah; Key West, Fla., and Washington D.C.

"While engaging with our guests in our restaurants is vital to our success, we also want to put a prime emphasis on developing an effective channel for online communication," said Alexis Barnett Gillette, director of marketing at MOOYAH, noting that the chain is also using in-restaurant POP to highlight the promotion. "The sweepstakes is another way to create buzz around our online presence and also thank our fans who are so committed to MOOYAH's product and experience."

Coming off the heels of MOOYAH Madness, a Facebook contest vote-off where all MOOYAH restaurants competed against each other to win free MOOYAH for the entire community for a day, which grew the brand's Facebook page by 11,800 fans, the new promotion is part of an ongoing effort to engage with users online, Barnett Gillette said.

MOOYAH has employed a "talk-with strategy" in which it uses its social platform to build loyal communities. When a new restaurant opens, MOOYAH launches a localized strategy to drive new fans, leverage the existing crowd and create engagement that praises positivity and solves frustrations, Barnett Gillette said. With the online ordering sweepstakes, the brand is taking its online communications to a new level by rewarding those who connect with MOOYAH online for the chance to win huge prizes. The brand will promote the sweepstakes socially, with a large drive on Facebook and Twitter, as well as support from Instagram and Pinterest.

"Our guests are highly connected in the digital space. They crave more and more digital interaction from us," Barnett Gillette said.

Read more about online ordering.